Merging the theory of planned behaviour and value-belief-norm theory to predict green hotel visit intention among Chinese university students: The case from Xuzhou, China.

Few research studies attempt to merge the theory of planned behaviour and value-belief-norm theory in explaining consumers green hotels visits although they may deem to be complementary. This study attempts to merge both theories by investigating the relationships between the different aspects of values, attitudes, norms, perceived behavioural control, awareness of consequence, ascription of responsibility and intention. A total of 596 young responses were collected, and the results showed that altruistic value positively influenced subjective norm, extrinsic attitude and perceived behavioural control.